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BlueKai is partnering with IBM to connect customers using IBM's Digital Data Exchange for tag management with BlueKai's data management platform. Interest in tag management is on the rise among marketers keen on keeping up with Big Data.

Related Summaries

Persona-driven marketers should pay attention to company fans and influencers, even if they're not buyers, Kieran Flanagan writes. Get to the fans by using tools such as FollowerWonk and TagCrowd to look for connections that can be turned into long-tail targeting opportunities. Also, correlate influencers to develop new buyer personas and the content to lure them toward an eventual buy.

Marketers haven't quite fulfilled the promise of "one-to-one marketing" and it's only getting harder as buyers become more empowered and unpredictable, Bizo CEO Russell Glass writes. But the rise of data-driven automation centered around customer-relationship management solutions signals the beginning of a battle for supremacy among Salesforce.com, IBM, Oracle, SAP, Microsoft, Google and Adobe. Salesforce has an early edge, but competitors are busily developing proprietary audience-data strategies despite issues with cross-platform integration and looming privacy concerns, Glass writes.

Large technology companies will increase their marketing budgets 3.7% this year, according to an IDC survey of senior marketing executives. Still, that's lagging behind the 4.8% revenue growth predicted for tech vendors. Advertising and events, both including digital efforts, will lead the marketing investments, according to the survey.

BlueKai's new Data Activation System combines three products into an all-in-one platform for harnessing data and scaling campaigns among an audience of 300 million, writes Laurie Sullivan. "You don't want to deal with activation fragmentation, which means working with many different companies. You want to work with one that can do it all," says Cory Treffiletti, BlueKai's senior vice president of marketing. BlueKai is encouraging third-party mobile-application development of the platform.

CPM Advisors has partnered with BlueKai to help clients better reach their target audiences through the use of BlueKai's in-market data on more than 160 million online shoppers via the CPMatic media-buying platform.